GMS 200 Study Guide - Final Guide: Bribe Payers Index, Corruption Perceptions Index, World Trade Organization

• School: Ryerson University
• Department: Global Management Studies
• Course: GMS 200
• Professor: A

Document Summary

International marketing process of planning and conducting transactions across national borders. Global market activities coordinated and integrated across multiple country markets. (ex. Ted levitt"s homogenous markets (1983) costumers want the same thing. (everyone wants an iphone 6s). Markets are becoming more homogenous and therefore could be targeted with standardized products. Technology and communication were drivers, which gave the notion of global marketing . A caveat it"s not necessary for firms to market in all/most countries to be considered global. Largest firms with 80%+ sales sell most of their products in their home region triad (japan, us, Why globalize: take advantage of growth, survival against foreign rivals. 1) international, 2) one that gets taken over, 3) no third category. Global marketing runs into problems because of identifying these homogenous segments. Marketing orientation is irrelevant given that consumers around the world are the same. 1980s companies cannot ignore local tastes even if you pursue a global marketing strategy.